Bang & Olufsen hit the road with new running shoe collaboration

Music and physical activity are combined in Bang & Olufsen's latest collaboration ‘Cloudboom' with running tech brand On

Sport earphones with Running shoes
Beoplay E8 Sport On Edition
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Hot on the heels of Bang & Olufsen’s new E8 Sport earphones comes this collaboration with Swiss running tech specialists, On. The result is a discretely branded edition of the E8 with subtle styling cues to match up with On’s newest road running shoe, the Cloudboom.

For the Cloudboom, On collaborated closely with two established marathon runners, the Canadian Rachel Cliff and British athlete Chris Thompson. In addition to the ‘CloudTech’ layered sole that uses superfoam cushioning, the new shoe features On’s signature engineered mesh on the upper. ‘We always work with athletes to develop our products,’ says Edouard Coyon at On. ‘We have only one ambition, which is to help push the athletes forward, so they can accelerate in all conditions.’

Bang & Olufsen wireless headphones

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The philosophy of high-tech materials and contemporary styling is one that resonated with Bang & Olufsen’s design team. ‘Music plays an important role in stimulating physical activity,’ says Sondre Barkli, Bang & Olufsen’s Global Product Manager, noting that the E8 was already highly prized by runners. The evolved E8 Sport is distinguished by full weatherproofing, enhanced Bluetooth 5.1 tech and seven-hour battery life, as well as the ability to tailor the in-ear fit. ‘We wanted to focus on fitness and running as a category and On shared our core values,’ Barkli continues as he reveals a new limited edition E8 Sport that’s designed to pair perfectly with your Cloudbooms.

‘Music plays an important role in stimulating physical activity,’ says Bang & Olufsen’s global product manager

The details are subtle but on point, starting with the embossed logo on the earphones’ silicone case, with On’s signature cloud print concealed beneath the lid of the case — just as you get in an On shoe box. The transparent green silicone earpieces reveal the collaboration’s motto — ‘the sound of unstoppable’ – and there’s an aesthetic synergy that carries through with the high-tech stylings of the Cloudboom. For runners looking to get every last drop of performance from their tech as well as their own aching muscles, this is a partnership that makes sense.


Beoplay E8 Sport On Edition, £300,
Cloudboom, £170,

Jonathan Bell has written for Wallpaper* magazine since 1999, covering everything from architecture and transport design to books, tech and graphic design. He is now the magazine’s Transport and Technology Editor. Jonathan has written and edited 15 books, including Concept Car Design, 21st Century House, and The New Modern House. He is also the host of Wallpaper’s first podcast.